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Consumer Insights in Life Sciences
Ideas come from everywhere. How can large healthcare and lifesciences (pharma) organizations, those needing to meet regulatory requirements, achieve creative and innovative solutions in business units to ensure engagement considering consumer insights? How does technology support this process?
Vera, ideas do come from everywhere, however uncovering them requires a considered and strategic approach. A well structured consumer/patient/target group insights program would apply creative and iterative learning techniques to well defined business needs and questions to arrive at innovative solutions.
Fundamentally you need to get your commercial and development teams to interact with their target groups in an open and curiosity-led manner, applying their understanding of the business and its challenges to the "reality" of the treatment situation.
Another option is social media and digital communications listening. There is more and more information being shared by people via telling their personal stories and experiences living with certain diseases, interaction with healthcare delivery (which helps increase understanding of "beyond the pill" concepts), and more.
I'm seeing more and more pharma companies leveraging this type of information, whether via organizations such as WEGO or through their own programs.
That said, I wonder if pharma has yet fully embraced social listening to improve innovation?